Indians: Voices for local: Indians are becoming eco-lovers, prioritizing spending on sustainable products

Indians want to leave an impact on the planet by prioritizing spending on sustainable products and contributing to local businesses, according to the American Express Trendex report. 87% of Indian respondents always or often buy sustainable products and 97% want to spend money on items that will have a positive impact on local businesses and communities, which is the highest among all other countries surveyed.

High spending on low carbon
The survey further reveals that 98% of Indian respondents want to spend money on items that will help build low-carbon communities around the world. 97% think all products should be held to be eco-friendly while 96% think about the impact on the planet when making purchasing decisions.

Encouragingly, 92% of Indian adults surveyed are willing to pay extra for sustainable products with growing awareness of the benefits of sustainable products. For 43% of Indian adults surveyed, increased product availability and better understanding of product benefits are key motivators for purchasing sustainable products in the future, while for 37% it is a better price .

What we want

Giving back to the environment – 98% of Indians surveyed want companies to make it easier for them to reduce their carbon footprint, while 97% of Indians surveyed will be more loyal to a company/brand that works to address environmental issues.

Prioritize sustainable products -92% of Indian adults surveyed are willing to pay extra for sustainable products and 94% of those Indian adults who would pay extra say they would pay at least 10% more for sustainable products, while 29% are willing to pay 50% more for sustainable products and 23% of them even exceed 50%.

In terms of categories, 96% of Indians surveyed, one of their goals in 2022 is to make more sustainable choices when buying clothes, tech products, eating and traveling and 86% of them have already started shopping at second-hand or consignment retailers rather than buying new items to reduce environmental impact. When deciding where to dine, more than half (55%) of Indians surveyed consider the number of plant-based options available in a restaurant.


Approval of sustainable products
– Around 97% of Indians surveyed would like to buy more from a company that is taking action to reduce the impacts of climate change and are more likely to trust brands that work to address environmental issues.

Awareness of sustainable issues – Indian adults surveyed have focused more on a variety of sustainability topics in the past year, air pollution (96%) and recycling, renewable energy and climate action (95 %) that generated the most interest.

GenZ/Millennials more sustainability conscious – 57% of GenZ/Millennials surveyed are more likely to plan to buy sustainable products this year to help reduce their environmental impact. 72% of GenZ Indians/millennials surveyed are more likely to talk to their children about environmental issues.

The American Express Trendex is a trend index that tracks what consumers, small businesses and merchants think about spending, saving, travel and more. Data is collected monthly in the United States and semi-annually around the world, including the United Kingdom, Australia, Japan, Mexico, India and Canada. This study has an overall sample of 7,996 global adults.

Earth Day 2022: 10 Simple Steps to Living a Sustainable Life

Earth Day: 10 Simple Steps to Living a Sustainable Life

Change doesn’t always have to be life changing. It can be small but still have a significant impact. If you’re worried about the world you live in, try these small steps and see the difference it makes to your life and the world around you.


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Rozella J. Cook